Partnership with the Lightning Protection Institute
An Overview of Communications Strategies
LPI/ULPA 2013 Annual Conference
Aria Resort and Casino, Las Vegas, Nevada
Thursday, February 28, 2013
Jeanne M. Salvatore, SVP, Public Affairs,
Insurance Information Institute 110 William Street New York, NY 10038
Tel: 212.346.5520 Fax: (212) 732-1916 www.iii.org
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Presentation Outline: Overview of Communications Strategies
1) Incorporated a significant amount of lightning related information into the I.I.I. website. --- Facts and Statistics --- Consumer Articles --- Videos
2) Highlights of 2012 Accomplishments and Ongoing Partnership Activities
3) 2013 Plans
LPI Featured on Front Page of I.I.I. Web site this week
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Lightning related information is in four places
on the front page of the I.I.I. website
The I.I.I.
website in
2012 has
1,909,764
page views
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Use I.I.I. Website to Promote LPI work to Insurance Companies
Lightning information is fully into the I.I.I. Website
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Lighting facts
and statistics
are updated
and featured
on the I.I.I.
website with a
link to the LPI
Lighting facts
and statistics
are updated
and featured
on the I.I.I.
website with a
link to the LPI.
Data in Facts & Statistics
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Note: 2012 Numbers will be updated as soon as the NAIC issues market share
data estimated to be released in early April
The I.I.I. has been tracking lightning claims since 2004. Archived
data is available on the website. It shows that claims paid fell by 33
percent from 2004 to 2011, but average cost per claim rose by 93
percent due to damage to expensive electronics.
Data in Facts and Statistics
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Link to LPI in many parts of the
I.I.I. web site
Feature Data from the National Fire Protection Association
Data in Facts and Statistics
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Link
Note: Archived data available back to
2002
Data in Facts and Statistics
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Data in Facts and Statistics
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Data in Facts and Statistics
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Encourage web users
to contact LPI for
additional information
by linking its website
Data in Facts and Statistics – Homeowners Insurance
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Data in Facts and Statistics – Homeowners Insurance
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Consumer Articles
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Web Video
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Watch Video
Podcasts and Video
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Watch Video
Web videos
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Watch Video
Video: b-roll/bites
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Highlights of 2012 Accomplishments
and Ongoing Partnership Activities
Fun and Entertaining Videos
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http://www2.iii.org/video/beyond-thunder-dumb-when-
lightning-strikes.html
Recorded and Edited a Web Video at 2012 Conference
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Issue News Releases – Since I.I.I. began Partnering with the UPLA/LPI 15 releases were issued and posted to our website with four issued last year
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Issued News Releases in English and Spanish to Announce New Lighting Claim Stats and Promote Lightning Safety Awareness Week
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Chart also
translated
Distributed information through I.I.I.’s social media network. On
Facebook alone we reached 68,201 users
Lightning Information - Distributed to Florida-Specific Audiences
Press Release Believing Lightning Myths Is Dangerous, Especially In Florida; Get The Facts To Protect Yourself And Your Property Everyday storms during summer months may cause people to disregard lightning, and that could have deadly consequences. On average, lightning is responsible for more weather-related deaths in Florida than all other weather hazards combined, and Florida has the highest number of lightning casualties of all 50 states. Posted: June 15, 2011
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Tracking of Traditional Media Coverage
Meltwater News reported that there were 1,212 mentions of the LPI in 2012.
Some of these hits were generated by news releases issued by the LPI and others were issued by the I.I.I. on behalf of the LPI.
Topics included: Ben and Franklin video, Homeowners Encouraged to ask about Insurance Discount for Lightning Protection Systems, Campaign to Build Lightning Safe Communities, Lightning Safety Awareness Week.
Full report has been provided to LPI.
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Plans for 2013 – Outreach to Traditional Media
Promote the 2013 Conference in a media advisory, draft news releases, promote conference via social media and tape a web video.
Will promote Lightning Safety Awareness Week with updated insured lightning stats.
Make Kim Loehr available to speak to I.I.I. member companies about your resources.
Promote lightning safety during National Severe Weather Preparedness Week – March 3-9.
Ask about discounts for lightning protection systems during a planned survey of other home insurance discounts.
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Plans for 2013
Incorporate the importance of lighting protection systems when rebuilding a home – using Hurricane Sandy as a news hook.
LPI/I.I.I. planning to meet with a number of fire safety organizations to create more partnerships and to encourage better data collection of lightning losses.
Reissue news releases promoting the three videos (How to pick a lightning protection system, lightning myths and lightning safety)
Track both traditional and social media coverage for the LPI.
Lastly, long shot idea for a PSA with Richard Branson as his home was struck by lightning and is now being rebuilt with a lightning protection system.
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2013: Issued a Media Advisory
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Distributed the advisory by PR Newswire, it appeared
on over 300 websites of newspapers, radio and TV
stations in the first 24 hours!
Tracking Lightning for Trends in Social Media in 2013
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www.iii.org
Insurance Information Institute Website
http://twitter.com/JeanneSalvatore
